2.27.2009

Tropicana Reverts back to Classic Logo

I don't know about you, but my fellow designers and I have had much debate lately over the new Tropicana packaging/logo designed by Peter Arnell. This week I heard they are reverting back to the old classic packaging. Wow, I haven't lived through any re-verts instead of re-designs and I am happy to see the old logo reinstated. Why mess with what works? (We do however like the rounded cap!)

"The new design confused our core consumers and that's why we went back," said Massimo d'Amore, CEO of PepsiCo Americas Beverages, but "people do not buy design. They buy products. We have not changed the product." See whole article from the NYPost.

From trendcentral"And by the way: Think your opinion matters? Well, Tropicana sure does. Overwhelmingly negative consumer feedback in regards to their new juice packaging drove the orange juice giant to return to the former design. Talk about power to the people!"

2 comments:

Just read about this on the Dieline and think it's amazing that a new package design could be unappreciated so much that they go BACK to the old one. They have had that orange with a straw for as long as I can remember and I am just surprised they left it. They could have updated that element but they lost it. It was fun!

As a designer, I would feel like that would be a scar on my resume forever (if I was the designer of the new Tropicana). Although, at the end of the day, just blame the marketing team, right? :-)

My goodness! I'm so happy I'm not the only one who felt that the new packaging took away from the product! I'm happy to hear that they're changing back to the old one. Sometimes new designs are too much when they are completely revamped. Remember when they changed the packaging for doritos????